Technology Archives - Mutant Communications

Planning a tech B2B content calendar in 2017

2017 has arrived, and that means another year of content that needs to be planned. For tech B2B companies, it should go without saying that your company blog is important for generating leads, engaging and retaining your community, or simply letting people know the lights are on. On a broad level, not much changes, but every year brings its own quirks. So how do you plan blog content for 2017? Here’s some key trends to keep in mind:

More people are looking at you on mobile

This varies from company to company, so check your Google Analytics to see how many people are reading your blog from mobile. If it’s more than 30%, start cutting content down to size. No point being verbose if it makes people swipe away.

Mobile-friendly also means thinking about how to handle content other than text. Widescreen formats still work, but important details or text should be viewable even when shrunk down to 4 inches wide.

Your site should also be mobile friendly – it’s easy bonus points for ranking better on Google. Use Google’s Mobile-Friendly Test to make sure your content works well on mobile. But please, draft your content on a keyboard. Being typo-free goes a long way towards looking professional.

Hedge your traffic sources

It’s 2017, so write for humans first. Robots should always come second, but don’t forget about them.

Facebook will never stop tweaking their ranking algorithms, so don’t expect what works today on Facebook to work forever. Because of Facebook’s endless changes, 2016 saw the prolific collapse of a number of clickbait-like sites, and plenty of collateral damage at respectable news outlets. Fake news looks likely to follow, but I’d like to hope we’re all honest people here ☺. Of course, Facebook is still a valuable source of traffic, but a sustainable strategy means looking beyond the gold rush.

On the Google front, the search engine continues to update its ranking algorithm, aiming to prioritise original content that makes people stay, read and share. Focus on interesting content, and don’t forget to support it with meta tags, and just a smattering of keywords in the right places.

Ideally, traffic should come from a combination of social, search, back links and dark social. If a single source accounts for more than half your referral traffic, think of how to diversify and buffer against algorithm changes.

Go live

Consider live content to make your posts more visible. Videos streamed ‘in the now’ do not just rank higher on Facebook and Twitter, they also give you a reason to repeatedly post related Tweets and photos to stay visible and hit different hashtags for the duration.

This tactic works best when you actively go out and network. Attend (or organise) events with a huge following, meet reputable people and tag them in a photo. Leverage their following to reach a new audience. Bonus points if you can feature them in your content and they share it. Offline activities boost your online presence – who’d have thought?

Plan it out

When you’re ready to start making your content calendar, click below for a free content template. This is based on the very same template we use to plan client content throughout the year. On the “content calendar” tab, you can plan your posts to make sure a regular stream of content goes out every week. On the “report” tab, a pivot table has already been created, where you can filter by month or content type to make sure you have the right balance.

If you need any help with your 2017 content marketing efforts, drop us a note at hello@mutant.com.sg.

5 PR tips to get you through the festive season

So, you’ve made it to December. You’re probably wondering where the last 11 months have gone, but hey ho, it’s now time to start looking ahead.

December is a month that is notoriously filled with back-to-back celebrations. From year-end parties to Christmas and New Year gatherings, it’s full on – but it’s also a time where some people (and businesses) slow down as they mentally prepare for the next year.

However, the media doesn’t stop. Newspapers and magazines are still being published, and TV news doesn’t take a holiday either. Journalists are always on the lookout for new stories and ideas – in fact, this slower time of year often means journos are keener than ever to be approached with thoughtful content. It’s basically a prime time to pitch!

Here are some PR tips to help arm you throughout the festive season and keep your business on track well into the New Year:

Pitch, pitch, pitch!

The worst thing you can do is go silent during this month. Instead, keep pitching and stay in touch with key journalists. Research what’s trending and create content pieces or use past ideas and share them with the media. Keep things fun, and where possible make it relevant to the festive season. Even if your story isn’t immediately picked up, the journalists have you on their radar for any future stories, and you can follow up come January with a fresh pitch.

Become a social butterfly

It is the party season after all! So get out there and spread those wings. Meet new people, attend industry events, parties and talks. Chances are you’ll bump into members of the media or like-minded people that may have an interest in your business. Have fun, but keep your PR radar on for any opportunities to spread the good word about your brand!

Keep connected

Yes, your usual media contacts may be away enjoying their holidays but there will be other writers and editors you can connect with. This will also help expand your PR network and database in general. Stay on top of your target publications and check out who’s writing stories that are relevant. If you’re not sure who’s holding the fort while your closest journalist contacts are away on holiday, pick up the phone and find out.

Stay socially active

Whatever your do, don’t forget to remain active on social media. Today’s consumers live and breathe social all year round, and this includes Christmastime. Whether you are manually posting on your company’s chosen platforms or using management and scheduling tools such as Hootsuite, make sure you have a strategy in place – even if you are on holiday. Staying active helps keep your brand top of mind and maintain the traction you’ve built up throughout the year. Download our social media content calendar template to help you map out your social plans across the next month and into the New Year.

Plan ahead

Given December is a quieter month, use this time to plan your PR calendar for the New Year. Map out your communications goals and get prepped for new announcements or launches which you know are happening in 2017. Create plans, make calendars and add in tentative timelines to stay on track with execution, ensuring you start the New Year off with a bang!

So what are you waiting for? If you need advice on how to use the festive period to your advantage, get in touch with us at hello@mutant.com.sg.

4 things Casey Neistat can teach you about PR

This week CNN announced that it has acquired shortform video app, Beme – the product of a collaboration between ex-Tumblr(er) Matt Hackett and filmmaker Casey Neistat. Never heard of Beme? You’ll be forgiven. Despite a promising kickoff, the video messaging app (akin to Snapchat) never achieved widespread appeal and suffered a ropey adoption curve.

The acquisition (reported to be $25 million USD) represents a logical skip-jump for CNN, who have come along way from their broadcaster roots to become a 24-hour global multi-platform network, and a consistent adopter of new mediums. In an age where anyone with a smartphone can become a news correspondent, it was only a matter of time before a global network like CNN dipped its toes into shortform video.

What seems clear though, is that CNN is really buying Casey Neistat, the filmaker turned vlogger who regularly draws over 20-million views to each of his daily vlogs and, who arguably changed the entire vlog medium by bringing a filmmaker’s lense to a disposable, low-fi format.

Here are four key PR lessons you can learn from Casey Neistat:

1. Be open and real

Neistat leads a successful tech company, yet he talks to his audiences through channels and forms that they understand and can connect with. When Beme started having technical issues, rather than a smoke and mirrors approach to hide his company’s shortfalls, he was open and sincere about the mistakes. As a result, he was able to build greater trust and buy-in from the public and key stakeholders.

2. Trust a influencer’s integrity – it’s what makes them valuable

With nearly 6-million subscribers, Casey inevitably monetises his activities with brand partnerships. However this doesn’t mean Neistat becomes a starry-eyed spineless brand ambassador. Instead he’ll often work closely with brands such as Apple or Canon, only to criticise the products, albeit in a constructive and level-headed way.

Working in PR, we often bang our heads in frustration when a story hasn’t gone quite the way we planned, or didn’t even land at all. But it’s the influencer’s ability to speak honestly about products that separates the role of PR from owned media and is precisely what gives it true value. Brands who understand this will always work with influencers like Neistat, respecting their unswayable integrity, rather than treating them like glorified infomercials.

3. Storytelling is everything

Neistat hammers this home with every video he creates, from ads with Nike, to vacation vlogs in Vietnam, to Beme itself. With a growing emphasis on native and content-based advertising, it seems that many marketers get distracted by the medium over the message. In essence though, nothing has actually changed. Storytelling is and always will be the most crucial element – irrespective of platform, medium or screen.

PR’s value-add is its ability to really understand the audience and convey a story to audiences with unparallelled authenticity and sincerity. Consumers and the media are now more savvy, discerning and BS-resistant than ever before, so make sure your story is compelling, interesting and not just a sales pitch.

4. Know when to zip it

Neistat’s usual topics cover technology, gadgets, filmmaking and storytelling. However, on a few occasions, Neistat has stepped off-piste into commenting on areas outside his usual content, such as the US election. He was met with quite a violent backlash from the YouTube community who didn’t appreciate him stepping off his impartial boosted-board.

So what’s the lesson? Make sure you understand where your area of knowledge lies and stick to it. The media may often look for outsiders to comment on subjects outside of a spokesperson’s field, either to offer a fresh perspective or draw them out of their comfort zone. Succumb to the temptation to enter another arena – even slightly – and you risk alienating your brand, diluting your core messaging or, at worst, diving headfirst into a PR disaster.

As a hybrid of consumer, creative agency, tech evangelist and influencer, Casey Neistat has made more impact on the content marketing ecosystem than can fit concisely into this blog, and nothing says this more than CNN’s latest purchase. It’s certainly an exciting time to be in content marketing and PR.

If you need help spreading your brand message, get in touch with us at hello@mutant.com.sg

Image source YouTube

Crisis 101: Picking up the pieces after a social media meltdown

Social media is a very powerful tool many brands use today to tell stories and engage with their audience. With this power also comes great responsibility, and brands need to be accountable for the messages they broadcast – be it positive or negative.

We’ve seen brands like Coca-Cola and Oreo absolutely ace at their social media strategy, and then you have a restaurant like Amy’s Baking Company that seem to have fallen miles from grace. While nobody plans for a social media disaster, what’s more important is how to successfully bounce back if and when it happens.

Keep calm and don’t freak out

It’s anyone’s fair game to say whatever they like about you – particularly on social media. Our first instinct will be to get really defensive and we get it, it’s your brand and you have to protect it. But going on a rant on social media is like listening and watching a person scream through a loud-hailer – it’s annoying and embarrassing and can tarnish the brand you’ve worked so hard to build. Be smart, keep calm and breathe!

Check out this classic social media rant from Tinder.

Never claim you were hacked

It’s 2016 and everyone can see through that lie. It’s obvious you’ve just flopped on social media and running away from your mistakes will only anger the public further and escalate the disaster.

Case in point: Amy’s Baking Company

Think before you react

It’s great that your first reaction is to explain what happened. However, it’s important to stop and think carefully about your response as a social media crisis can easily put you in a state of panic.

Structure your official response, be clear and act quickly as a lot can happen on social media in a very short span of time.

Own up to your mistakes

Nobody’s perfect and everyone makes mistakes. Instead of staying silent or claiming that you were hacked, turn it around with a sincere apology. Your fans will appreciate the humility.

Here’s how Expedia apologised and engaged with its customers.

Inject some humour

Trying to turn it around with some humour can work wonders and is a creative way to pick up the pieces. However, it is largely dependant on the severity of the situation and if you’ve hit a nerve on a sensitive issue it’s probably best to handle it with utmost austerity.

Here’s how Burger King handled the negative backlash regarding their fries:

Albeit self-deprecating, the humour was appreciated.

Open up the conversation

In moving forward after the apology, brands can react positively by opening up conversations. In response to a huge social media backlash, Dominos set up a Twitter account to discuss what went wrong. The two-sided communication proved to be a success for them as they were honest and transparent.

A social media disaster is not the end of the world for your brand – what really matters is how you handle it. Some brands bounce back from the backlash because of their ability to repair the damage, while others never do. Always be prepared and have a backup plan.

Need help with your social media strategy? Get in touch with us at hello@mutant.com.sg.

6 common content marketing mistakes

It’s true, content marketing is one of the more effective strategies used today by modern marketers. A clear strategy helps brands to not only reach their intended audience, but the results also provide helpful consumer insights to improve future campaigns.

The process requires commitment, planning and patience and there are a lot of mistakes that many of us are guilty of making. Here are some of the more common ones:

Failing to plan

Content marketing strategies executed without proper planning and research are bound to fail. Firstly, figure out what your end goal is and then what you need to produce to attain it. Find the right people who can help you create great content and study your market to determine the perfect way to capture attention.

Not understanding your audience

Understanding the needs and wants of your target market is essential to help you create the best strategy and connect your audience with your brand. Defining this factor will help you come up with more targeted material, which become more effective in attracting potential customers and increasing conversions.

Producing mediocre content

Creating any old content is relatively easy. But coming up with something which is relevant, informative and worth-sharing is more difficult. Poor content will rarely succeed so it’s important to take the time to carefully plan your strategy – otherwise its unlikely anyone will engage with your work.

A lack of consistency

This goes back to having a clear goal and strategy in place. It’s important to publish content which is consistent with your brand – have you aligned your messaging?, are you using common fonts, colours and imagery? Maintaining consistency helps build your brand and ensure there are no mixed messages.

Overlooking calls-to-action

While the purpose of content is to inform and not directly promote, there still needs to be a clear call-to-action linked to each piece – whether its on your company blog, social media platforms, or whichever distribution channel you choose. This can be as discreet as a link to a landing page or a newsletter sign-up box but is important as it helps directs your readers to your offering.

Forgetting social media

In today’s digital age, social media is such a powerful marketing platform. It’s a great channel for content distribution, is very cost effective, and helps drive more attention to your brand. Start creating shareable content and always incorporate social media into your content marketing strategy.

Always take time to review your content. Whether you are writing an article or creating a video, everything you put out into the public forum can affect your brand’s success and reputation, so make sure you take the time to get it right.

Need help with your content marketing strategy? Get in touch with us hello@mutant.com.sg.

3 tips to creating smart content

It’s no question that content is an integral part of any marketing strategy and has consistently proven to be effective for lead generation.

While creating content is relatively easy, the challenge most marketers face is whizzing up relevant content that truly appeals to their target audience.

Your content means very little if you can’t fuel your viewers with enough information that excites and invites them to patronise your business. So ensuring you write interesting pieces and develop engaging visuals that are consistent with your marketing objectives is a top priority.

Here are three tips to help achieve smart content for your audience:

Think of your topic and stick to it

Before penning your content, carefully map out all your ideas. Then figure out exactly what story you want to share and how you wish to narrate it.

Determining your subject will help you create better content and you’ll be able to deliver more meaningful information. Your readers will also find it easier to follow your story when you haven’t been specific and provided a clear trail of thought.

Aim to inform, not to promote

Very few people, if anyone, wants to read something that’s basically screaming ‘Buy me now!’ It’s purpose should instead be to is to share information about your brand, and educate your reader. Excessive promotion can make you appear weak and desperate. Instead aim to build trust and show the value of your brand through engaging content.

Keep it short and don’t ramble

We all have have short-attention spans. Use simple words when expressing your thoughts and eliminate qualifying words to effectively get your message across.

Think less is more and your audience will appreciate it. Avoid rambling and always stick to your main subject.

Creating content should be fun and is a great way to get your creative juices flowing.

If you need help putting some life into your content, get in touch with us at hello@mutant.com.sg.

Creating captivating content in a mobile world

In Asia Pacific alone, it’s estimated there are more than 1 billion mobile users – and this is expected to grow to 1.4 billion users by 2019. Over the last five years we have witnessed a massive shift to digital (after all, an estimated 87% of smartphone users regularly have their device near them), which means we have to adapt our marketing communications to fit mobile.

This doesn’t just mean having an app or mobile-friendly website (yes, those are important from a UX perspective), but also maximising the use of content in the mobile space. I’m talking about creating content fit for a small screen that makes a big impact.

Here are three ways to help get your brand noticed:

Get visual

If you’re anything like me, you get bored and lose interest when reading large paragraphs of boring text that never seem to end. Am I right? Instead, visually stimulating content – images, graphics, video – gets the message across quickly. Time is money and people like to absorb information in quick spurts, so don’t let your content get lost in the digital jungle.

Try mixing up your Facebook News Feed with some cool images or videos to capture interest. People like variety, so shake your content up!

Use emotive messaging

Most purchases are driven by pure emotions. What make you choose one brand over the other? Why did you buy that particular car, or pair of shoes? There is a massive divide between our needs and wants, and most of us opt for the want. Why? Because we experience certain emotions when we own a particular product or experience something new.

To tap into this emotion, you need to create content that pulls on people’s heartstrings. Create a heart-warming video or series of graphics – anything that can ignite a sense of desire for a particular product or service.

Create an immersive experience

No one likes feeling left out. We want to be in the know, and brands today are winning when they allow their audience to feel like they are a part of something.

Social media platforms like Instagram, Snapchat and Facebook enable brands to easily distribute content in a creative and engaging fashion. Take your fans on a journey – whether you are using Facebook’s 360 video feature to showcase your event, or are sharing behind the-scenes snaps of your latest clothing line on Snapchat. Think creatively and develop immersive experiences for your fans.

There are so many ways brands can present content. With our eyes fixated on the small screen, we all need to think about how we can tailor our marketing to meet the demands of our mobile audience.

Need help developing your content marketing strategy? Get in touch with us today at hello@mutant.com.sg.

3 PR lessons from Rio 2016

What a great event the Olympics really are! It’s a chance for the world to come together and connect over a love of sport, patriotism and healthy competition. Every four years we witness some of the world’s greatest athletes achieve the unachievable, break records, and make us all proud.

Over time, the Olympic Games has had its fair share of PR disasters, and Rio 2016 didn’t exactly had the best start. From budget concerns, to toxic waters and pollution, Zika virus threats, angry citizens, and theft (and the list goes on), there was a point when we all wondered whether any athletes would even show up.

So how does an event this size return from the negative backlash that has been taunting it for the past few years?

Here are three key PR takeaways from this year’s games:

Control your story

Haters are always gonna hate! It’s hard to change people’s minds, and so the best thing you can do is change the narrative and re-direct the focus. It’s easier to sway public opinion with the right connections and resources. At Rio 2016, having Supermodel Gisele Bundchen strut her stuff in the Opening Ceremony was the start of something good for the Games. I quickly noticed the news angle change from talking about what has gone wrong so far, to the start of a great Olympic Games. The media focus then began to shift to the events and athletes – which is where it should have been from the start.

The show must go on

The Olympics will go ahead one way or another. If negative news is to happen, let it happen, and move on. The ‘negatives’ are always going to be more controversial and juicier to read about. Large-scale events like the Olympics undoubtedly have their fair share of blunders, so it’s best to just accept it, plan for it and keep the momentum going on the topics that really matter.

Take your gold medal

Even when you win, you need to reflect on your performance. Walk away from an event with good memories, but break down the situation entirely – the good, bad and the ugly. I doubt many of us will really be talking about the negative aspects of Rio 2016 in two weeks time – instead we’ll be talking about the gold medals Michael Phelps walked away with, how Joseph Schooling put Singapore on the sporting map, and whether Usain Bolt broke another world record. Those are the lasting impressions that matter.

Events are hard, and you will never be able to please everyone. But managing expectations and planning ahead is part of the job. If your event is garnering negative press, look above it, go to your back-up plan and work with your PR team to help navigate the narrative during and after the event.

Need help creating a winning PR strategy for your brand? Get in touch with us at hello@mutant.com.sg.

5 brands that are slaying video

According to an article published by TechinAsia last year, 100 million internet users watch online videos every day and 64% of them are likely to buy a product online after watching a video.

Today, you can view videos not only on YouTube, but on Instagram, Twitter, Facebook…and the list goes on. Likewise, brands are able to upload videos directly onto these platforms without a host. However, many brands recognise the opportunity of creating a YouTube account in order to reach out to its 1 billion users.

We won’t be giving you a list of reasons why you should be creating video content as we all know this is important, instead here are some superb examples of brands who have mastered the art of video marketing:

Apple

Notice how it doesn’t scream, “BUY THE IPHONE NOW”? Instead, this short 15-second video is clean-cut and simple, perfect for Apple’s minimalist branding. This straight-to-the-point video by Apple is part of a series that merely exhibits what the iPhone’s camera is capable of capturing but well, it has us sold.

Tastemade

You’ve probably seen countless of Tastemade videos on your Facebook News Feed. And we’re also certain you’ve stopped to watch them at least once. What makes these recipe videos so engaging? First and most importantly, they’re sped up. In today’s fast-paced digital world, the last thing we need is to watch someone whisking egg-whites till stiff-peaks form. Second, they’re shot in high definition and against a mirage of colours – easily capturing the audience. Lastly, these videos are fun and shareable. You want your videos to be watched, liked and shared by as many as possible because it essentially increases your reach beyond your own pool of followers.

Dove

Renowned for being the first few brands to use video to raise awareness of beauty and body image, Dove’s YouTube profile is categorised into different series, with its most recent one being the #MyBeautyMySay stories. The idea behind portraying “real” beauty is good, but leveraging on video campaigns to carry it out is brilliant. Dove’s ambassadors are regular women. Although the videos may be cut and edited, the women’s body-types and emotions are real and raw.

Blendtec

The Blendtec’s videos are fantastic! They are funny, innovative and out of this world – who would even think about blending selfie-sticks? Blendtec’s confidence in their products gives them an added advantage because again, you can’t fake it on video. “Will It Blend” is a flashy series that demonstrates the power of Blendtec’s blenders. Conveying this via videos on YouTube created a fan base for the company and its products and this is certainly a lesson many brands can learn from.

Ben & Jerry’s

Doesn’t this video make you want to grab a BRRR-ito from the nearest scoop shop, especially in Singapore’s sweltering heat? Ben and Jerry’s YouTube videos slay – they not only introduce new flavours on their channel to create suspense amongst their fans, but they entice viewers to buy their pints through short recipe clips that are simple and hassle-free.

Establishing a YouTube channel for your brand is great because it acts as a host platform for you to share your videos on other social media platforms like Facebook. At the same time, you can create and share incredible videos without a YouTube channel. Remember that your videos should always convey your key message in a subtle manner. Videos should be quick and to the point, and the key is to inform, educate and inspire. You want to create sharable content that also draws on consumers emotions.

Need help with your content? Drop a message to hello@mutant.com.sg

How to use PR to beat ad-blocking

If you’re a tech company operating in Asia, know this: you’re operating in the same region where 93% of mobile ad-blockers are located. As more browsers introduce built-in ad blocking, more of Asia will be cut off from online ads.

Ad-blocking hides most, if not all ads on a website. Its usage is growing rapidly in APAC because of potential bandwidth savings in countries with developing internet infrastructure. Using an ad blocker is typically a matter of downloading an app or browser extension, or turning on browser settings. With ad-block turned on, the area your ad is supposed to occupy is replaced with blank space.

The advertising industry is adapting by making ads more personalised and targeted, but there is also another channel that has existed long before digital advertising: Public Relations, aka PR.

PR targets readers by bringing the brand experience to the media they read, the people they follow or the places they visit. It is targeted messaging before Adwords Custom Affinities and Facebook Audience Insights; it is content marketing before your mailing lists started bringing in conversions.

Unlike other channels, most of PR is earned, and then supported by paid or owned content. Great PR can be a blessing for a startup looking for that big break, or an established multinational running a user acquisition campaign. Look no further than Pokémon Go for an example of how a product went viral on a wave of PR.

A journalist or influencer who writes about you positively is essentially giving a very valuable third party endorsement. This puts you on the radar of their readers and fans. Since the media decides what to post on their site, relevant content will go a long way. Instead of a direct sell, PR is a chance to tell a more personalised brand story readers can identify with and be inspired by.

Formulating a winning PR strategy

Earning PR coverage comes down to two things: good homework and good relationships. Homework means doing research on what people in your space are talking about. Some easy places to start are:

Your target publications
Social media insights of your fans and followers
Online professional communities such as LinkedIn groups and Quora
Google Trends

After finding out what people are talking about, think of how your brand can fit in, and the best way to communicate that. If it’s a press release, draft it. If it’s an infographic, map out the stats and design it. If it’s a cute cat video… good luck, there’s a lot of competition out there. If you need help creating great content, check out some of our useful resources such as the copywriting guide or the guide to writing tech content.

It’s wise to put yourself in the journalist’s shoes – imagine you are a very busy person receiving over 1,000 emails a day, sitting by a phone that never stops ringing. You also have a reputation to maintain as an unbiased authority in your field. So why should they cover your story?

Well, it’s not through luck. Your story must have a hook, but not a hard sell. It must be factual, yet sound exciting. It presents the complete picture to the journalist, yet stays concise enough to be scanned through. And it must grab attention within the first seven words they see. If you think you have that all down, run it by a trusted friend, or a professional just to make sure.

If you are ready to take your communications to the next level, drop us a note today at hello@mutant.com.sg.

Are you adding those snaps to your brand story?

You’ve realised the potential of building your brand’s presence on social media. You’re running a great Facebook page and you have an Instagram account with a massive following. Your Twitter page is updated every ten hours and engagement is high. Everything seems perfect…

Or so you think.

The idea of Snapchat was born half a decade ago and its founders turned down Facebook’s offer to buy it over for US$3 billion in 2013. Today, Snapchat is the fastest growing social network for millennials.

If you’ve not jumped onto the Snapchat bandwagon, you’re missing out on reaching the 100 million active users around the world. You might argue that you’re not trying to target Millenials – but hey, don’t all kids grow up? Trust me, the majority of them have friends or relatives of all ages and can surely share your content with them.

If you haven’t began your Snapchat journey, its not too late to start. Heres’s some tips to get you going:

1. Offer time-sensitive deals

A post on Snapchat, or more commonly known as a ‘snap’, lasts for a maximum of 10 seconds and is available for only 24 hours. This initiates a sense of urgency and FOMO (fear of missing out) – which means more people are likely to view your content.

Here are some brilliant examples of how to surprise your followers with small perks – a sure way to build brand loyalty. Better yet, get them to screenshot the snap (you can see who screenshots your posts). It makes your post more shareable and this stretches the reach of your content.

2. Rock behind-the-scenes

You don’t need to look pretty on Snapchat – save those filters for your Instagram feed. Build your brand’s personality into each snap and offer your followers exclusive content.

Take a look at these snaps from Free People. If you’re a fan of their clothes, wouldn’t you want these little sneak peeks? Well, I certainly would. They don’t have to be shot in great lighting or filtered perfectly. Be authentic – you’re showing your followers what goes on behind that six-hour photoshoot and we know it’s not all rosy!

3. Go live

Yet another way to provide an element of exclusivity – give your followers access to live events that happen right there and then. Leverage on your Facebook or Twitter accounts and tempt people to tune into Snapchat.

Vanity Fair got up-close-and-personal with celebrities at the 2015 Oscar Party, and of course its followers did too.

**4. Tell a real story**

Like most social media networks, the main purpose of Snapchat for brands is to engage viewers and ideally convert them into consumers. Boring content only leads followers to move to another story and You don’t want that to happen to yours!

Great tip: Ask your followers a question in one snap, and answer it in the next. Keep them on their toes and make the process fun and interactive.

GrubHub did a fantastic job in leveraging Snapchat to convey a message. It doesn’t shout for followers to purchase, but centres its snaps around the main product offerings. Check it out:

5. Empower influencers

Influencers rule social media and Snapchat is no stranger. Partnering with Snapchat influencers is more commonly known as a ‘Snapchat Takeover’. This is where influencers sign into the brand’s Snapchat account for a period of time, and post content aimed to increase followers, reach and engagement.

Disney approached Shaun McBride (@shonduras), a Snapchat influencer renowned for creating sophisticated art works on his snaps, to promote a Frozen-themed event. Fans got a chance to follow him go around Walt Disney World on Disney’s Snapchat story.

The best feature of Snapchat is that your story is always fresh. Vertical videos now allow brands to capture audience attention by taking up entire screens, which means that your audience is completely focused on your snaps without any distractions.

How do your followers find you?

If you’ve got a mailing list, let your subscribers know that you’re on Snapchat by including your username and reasons why they should follow you in your next emailer. Alternatively, you can add your Snapchat username into your bio on your various social media platforms, or share your Snapcode as an image on Facebook, Twitter and Instagram.

Need help deciding on the best social media strategy for your business? Get in touch with us at hello@mutant.com.sg.

Have you met yourself on camera?

Despite dozens of media training sessions we’ve conducted here at Mutant, I have yet to meet someone who absolutely loves the way they sound and look on camera. Even the most confident people struggle to prepare for TV interviews and shy away when they see and hear themselves.

“My voice sounds so high,” or “Why do I speak so fast?” are often the responses we get when playing back footage to clients.

Unfortunately, we’re our own harshest critics. Plus, seeing yourself from the outside, and hearing yourself on camera is daunting and something you’re not used to.

Here are some notes that might help you feel more comfortable with preparing for an interview, or even just getting used to seeing yourself on screen:

The camera sucks the life out of you

Have you ever noticed that when a TV host speaks on camera they talk extremely animatedly and enthusiastically? If someone spoke to you like that face-to-face in real life, you’d actually find it quite strange.

The camera sucks the emotion and the ‘life’ out of you. Meaning things that are ‘normal’ – like simply talking to someone – can come across as extremely dull and boring on camera. We’re so used to seeing very dynamic people and actions on screen that our brains have come to expect anything on TV to have 10 times more energy and spark.

To account for this, ensure your speaking volume is 10-15 percent louder than normal on camera, and that you are really bringing your most energetic self to an interview or presentation. It might feel like you’re overdoing it, but it looks great on screen.

Here’s an exercise: Think about where and when you are your most dynamic self and where your personality shines the most. Is it catching up with friends for drinks? Or is it when you speak at meetings at work? Bring that version of yourself to an interview.

Practice

Today, it’s easier than ever to do a few practice rounds for an upcoming interview or presentation by yourself. Set up your video camera or phone and practice speaking about yourself and your company. Yes, this feels really awkward, but it’s just because you’re not used to it.

Start with something as simple as answering, “tell me about your company”.

But instead of answering like a written response (i.e. “Well, we started in 2012 and we provide services in technology…”) try incorporating a story element into your answer:

“The story of how we started is quite interesting actually. We were four friends who worked together at a Fortune 500 company, but decided we needed to start something on our own…”

Write down a list of potential questions you might be asked in a TV interview and work out how you’d like to answer each one. Think of potential negative questions, which may be asked as well.

Playback time

Once you’ve answered a few questions on camera, play the footage back to yourself and analyse what you liked and what you didn’t. Was it the way you sounded? If so, try talking more clearly and lower your pitch a couple of notches. The camera also picks up our voices as slightly higher than they are, so keep that in mind.

What about the way you looked and presented yourself? Were you shuffling too much? Playing with your hair? Moving your hands in front of your face constantly? We all have our habits which can be exaggerated on camera, but at least you’re able to figure out what it is before you go for an interview.

Um, uh, like, you know…

When you’re thinking of what to say next, the best thing to do is to pause… just for a couple of seconds, so you can move on to the next sentence in a calm and easy way. Sadly that’s easier said than done.

What people end up usually doing is using their ‘tell’. This can come in the form of ‘um’, ‘ah’, ‘uh’, ‘like’, ‘you know’ and several other options. Time yourself for a minute and speak about any topic you like.

Now, play that back and see if there is a certain phrase or word you keep using that is totally unnecessary. Once you’ve worked out what it is, practice replacing that with a nice distinguished pause.

Some of the best interviews you’ll see on TV are with composed people who have very much practiced self-editing the ‘like’ or ‘ummm’ out of their sentences.

The more comfortable you become on camera, the more you can work on what really matters – your content and getting your key messages across to those watching you.

If you’d like to speak more about media training, feel free to get in touch with us at hello@mutant.com.sg.

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